US5515098A - System and method for selectively distributing commercial messages over a communications network - Google Patents

System and method for selectively distributing commercial messages over a communications network Download PDF

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US5515098A
US5515098A US08/303,352 US30335294A US5515098A US 5515098 A US5515098 A US 5515098A US 30335294 A US30335294 A US 30335294A US 5515098 A US5515098 A US 5515098A
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subscriber
commercial
profile data
network
households
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US08/303,352
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John B. Carles
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Invidi Technologies Corp
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Individual
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Application filed by Individual filed Critical Individual
Priority to US08/303,352 priority Critical patent/US5515098A/en
Priority to EP95933116A priority patent/EP0806114A4/en
Priority to MX9701823A priority patent/MX9701823A/es
Priority to AU35895/95A priority patent/AU3589595A/en
Priority to CA002199177A priority patent/CA2199177A1/en
Priority to JP8509717A priority patent/JPH11514504A/ja
Priority to PCT/US1995/011710 priority patent/WO1996008109A1/en
Priority to US08/602,921 priority patent/US5661516A/en
Publication of US5515098A publication Critical patent/US5515098A/en
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Assigned to INVIDI TECHNOLOGIES CORPORATION reassignment INVIDI TECHNOLOGIES CORPORATION ASSIGNMENT OF ASSIGNORS INTEREST (SEE DOCUMENT FOR DETAILS). Assignors: CARLES, JOHN B.
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25883—Management of end-user data being end-user demographical data, e.g. age, family status or address
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25891—Management of end-user data being end-user preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/025—Systems for the transmission of digital non-picture data, e.g. of text during the active part of a television frame
    • H04N7/03—Subscription systems therefor
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/10—Adaptations for transmission by electrical cable
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
    • H04N7/165—Centralised control of user terminal ; Registering at central

Definitions

  • the present invention relates generally to on-demand consumer ordered television and, more particularly, concerns a method for distributing advertising and commercial messages in such an environment.
  • the broadcast and advertising industries have historically focused on the ability of programming to predictably deliver a mass audience of people defined by broad demographics (e.g. women 35-49 with above average income, men 18-34) as a basis for selling broadcast advertising.
  • This system works in the current configuration of the broadcast industry, and specifically television, because there are a limited number of network channels and local stations. Further, they deliver a limited programming menu to the public, thus, neither the public nor the advertiser has many choices. Even with the advent of cable television, programming is still limited, so that audiences can be predicted.
  • U.S. Pat. No. 5,260,778 to Kaufman discloses an apparatus for selective distribution of messages over a communications network.
  • a subscriber's converter is addressed according to a multilevel grouping structure. For example, in a two level grouping structure, each converter is assigned as a member of a primary group and may also be assigned to one or more subgroup. Thus, the head end can target a group of subscribers by tagging the appropriate group identifier to the message.
  • this apparatus might be useful in a cable network with a large number of channels, it would not be appropriate in a more dynamic viewing on-demand environment where each converter may need to be individually addressed.
  • a system and method for distributing commercial messages to an individually addressable subscriber terminal ("converter") on a network.
  • Commercial messages to be distributed over the network contain embedded information identifying categories of recipients for each message.
  • a server centrally located on the network, selectively tags commercial messages with the converter addresses of subscribers, satisfying the identifying categories.
  • the commercial messages are then transmitted over the network for receipt and display by a television receiver connected to the addressed converters.
  • the addresses are selected by the server based on information stored in a database related to demographic and other information relating to the household of the subscriber in comparison to the same information relating to households which are actual customers of the product or service which is the subject of the commercial.
  • FIG. 1 is a block diagram of the system for distributing commercial messages
  • FIG. 2 is a block diagram of the converter of the present invention
  • FIG. 3 is a block diagram of a preferred embodiment of a distribution center in accordance with the present invention.
  • FIG. 4 is a flowchart of the method for evaluating subscribers for the purpose of targeting commercials to the most receptive audience.
  • FIG. 5 is a block diagram illustrating a preferred form for a wide area network embodying the present invention.
  • FIG. 1 is a general block diagram illustration of a preferred system in accordance with the present invention.
  • a message distribution center 5 communicates with a plurality of subscribers 15 (one is shown) over a network medium 17.
  • the network disclosed preferably uses high speed packet switching technology, preferably a synchronous transfer mode switching (ATM) of a known type.
  • ATM synchronous transfer mode switching
  • the message distribution center 5 controls the distribution and transmission of selected television programs, including those broadcast by broadcast stations, digitally stored or recorded movies and programs, and commercial messages.
  • the message distribution center 5 includes a server 10 (described in more detail later) which produces a data stream containing the programming and commercial information being transmitted, as well as information controlling the distribution of programming and commercial information. This data stream is transmitted on the network medium 17.
  • the server 10 preferably runs on a high speed processor (not shown).
  • the message distribution center may include several high speed processors running several servers depending on the number of converters on the network 17.
  • the message distribution center 5 also includes a transmitter 12 for transmitting the information produced by server 10 on the network medium.
  • the function of the message distribution center 5 is to prepare and transmit data to the subscribers 15 over network medium 17.
  • Converter 14 extracts from the data a signal which is appropriate for display on television receiver 16.
  • server 10 accesses several databases and libraries (32, 34, 38) to gather the information, and it can also provide analog or digital, real time programs 35, such as broadcast programs and cable programs.
  • Server 10 accesses a prerecorded digital library 32 which is comprised of prerecorded programs in a compressed digital or other storage format.
  • the programs may be stored on different types of known storage media, such as CD ROM, laser disk, or magnetic tape.
  • Also stored in library 32 is information concerning the time in each program at which commercial breaks occur, and the duration of each break. The same information also accompanies real time programs. In many types of programming, this information may be unnecessary, since breaks of fixed duration will occur at predetermined times.
  • server 10 In addition to providing programming information in its transmission stream, server 10 also provides commercial messages.
  • Server 10 has access to a library of commercial messages 38, which contains all of its commercial messages stored in a convenient format.
  • Each commercial message is a "smart commercial", in that it contains embedded information identifying the categories of recipients for the message. As is explained more fully below, this embedded information is utilized by a Commercial Message Management Server (CMMS) 11 to produce a set of subscriber addresses corresponding to each category of recipient identified by the embedded information.
  • CMMS Commercial Message Management Server
  • server 10 accesses its database and libraries and cooperates with CMMS 11 to create a commercial message schedule 31, which controls the selection and timing of those commercial messages from library 38 that will be inserted into the transmitted data stream.
  • server 10 selects programming for a particular subscriber, it also reserves space within the schedule 31 for the appropriate, accompanying commercial breaks. The actual messages inserted for each subscriber during each break are determined by CMMS 11 and are communicated to server 10 for insertion into schedule 31.
  • CMMS 11 accesses a commercial routing database 33, which includes information about required routing of commercial messages, and a household database (described in more detail below) containing statistical information related to individual subscriber households. Based upon information contained in commercial routing database 33 and information embedded in the commercial message (conveyed from server 10), CMMS 11 will select certain households or groups of households to receive certain commercial messages and will convey that information to server 10 for storage in commercial message schedule 31. The selection of households to receive commercial messages may be on the basis of household statistics in combination with requirements stored in commercial routing database 33, or the commercial messages may be associated with certain programming and/or certain viewing times and dates. When a break occurs in program material, commercial message schedule 31 determines which messages will be sent to each household, and server 10 will do so by embedding routing information from database 34 in its bit stream. Thus, each commercial message will have appropriate routing information associated with it.
  • Commercial routing database 33 keeps track of the routing requirements for commercial messages. It contains such information as how frequently each commercial message should be transmitted to each user or each group of users and the number of actual transmission of each message to each user or group of users. This database may also associate certain commercial messages with certain programming or certain viewing time slots.
  • databases 33, 34, or 36 could be maintained and continually updated by a separate server (not shown) or by multiple servers.
  • database 36 could be maintained by a network of servers, each providing information about a group of households defining its region.
  • server 10 may, at times, be required to send no commercial message, but instead, to relinquish control to another source of a commercial message. This could occur, for example, when server 10 is part of a hierarchical network and time has been reserved for insertion of commercial messages by a local station below server 10. Server 10 would then insert no commercial message for a specified interval, but would begin inserting information immediately at the end of the interval.
  • server 10 transmits information through transmitter 12, preferably after receiving a request for a particular program stored in library 32, or for an incoming real time program, from an individual subscriber (possibly a sub-server). Server 10 may also commence sending information instead, based on the day of the week and the time of day, and may route the same information to many subscribers. On a separate, preferably digital channel, server 10 transmits instructions to each subscriber controlling what channel it should access for its next commercial message. Server 10 routes each commercial message to a respective channel. When a commercial break is encountered in programming received by a subscriber, the subscriber's converter 14 adjusts to receive the commercial channel instructed by server 10. When the commercial break is over, converter 14 reverts to receiving the programming from server 10.
  • Converter 14 As described above, the subscriber must have a converter 14 connected to the network 17.
  • the information may include analog and digital signals. Only the processing of digital signals is illustrated in FIG. 2, it being assumed that the analog signals are processed by conventional equipment (not shown).
  • the commercial messages and the control information related to them are digital signals in the preferred embodiment.
  • the data receiver 22 preferably buffers and orders the digital information, stripping off all control and framing information (including routing information), in a high speed memory (not shown) for processing by microprocessor 24.
  • Microprocessor 24 accesses the buffered data and decompresses any digital program and commercial data, outputting the decompressed digital data as a digital signal to digital to analog converter 26.
  • Digital to analog converter 26 converts the digital signal from microprocessor 24 to an analog signal.
  • Modulator 28 modulates the commercial signal from the channel instructed by processor 10 to the appropriate television frequency for display on a particular channel being viewed by television receiver 16.
  • the television is a digital television
  • the steps converting the digital signal to a modulated analog signal can be bypassed and the microprocessor would simple format the digital data to the format appropriate for the television.
  • the function of the converter 14 is to receive information and output a signal appropriate for display on a television receiver.
  • FIG. 4 is a flow diagram illustrating the preferred method utilized in CMMS 11 for determining the commercials to be sent to a subscriber.
  • a number of categories of goods and services, which categories may be limited to specific brands, are predefined, and these same categories are used as part of the embedded information in smart commercials.
  • a representative sample of "customer" or high frequency user households for the given product/service category or brand is selected (step 1). This sample is large enough to support statistical analysis for projection to all US households, i.e. a statistical sample.
  • demographic, census and survey data, and other available data information about these households is gathered (step 2). This information is compiled into a statistical profile of customer households (step 3). Also, the same data is gathered with respect to all households (step 4) and a statistical profile of all households is created (step 5).
  • the profile of the customer households is compared or correlated to the profile of all households (step 6). Demographic differences are then noted (step 7) and weighted in importance (step 8) to establish a rating for each household for each category of goods/services (step 9). For example, weighting may be based on degree of difference and frequency of occurrence. As an example, for a given product, a rating, y, may be established as follows: ##EQU1## Table I defines what each index variable A through K represents in a preferred embodiment. Every subscriber is scored using the equation above. The higher the score, the more likely the subscriber is to buy the corresponding product or service.
  • Variables A-G are variables specifically related to the individual subscriber's household whereas H-K are variables related to the location of the subscriber's home. As can be seen from this particular equation, occupation, length of residence, and gender are the most important factors for this particular product.
  • VALUE possible conditions that a variable may assume.
  • PERCENT OF TOTAL percent of total analysis sample having the given value. The entries in this column always add up to 100%.
  • PERCENT OF TARGETS percent of high frequency or target users meeting the value condition. Unlike Percent of Total, Percent Targets will not add up to 100%. However, the products of percent of target users for each category with the "Percent of Total" value (the size of the category in relation to the size of the analysis sample), will sum to the percent of target users in the analysis sample.
  • INDEX VALUE the ratio between the entry in the "percent targets" column and the “total” entry in the same column.
  • an advertiser When an advertiser is purchasing advertising time, it can specify a cut-off percentile for homes to receive its message. Thus if an advertiser wants to target the 30th percentile (top 30%) of subscribers (as evaluated by the above equation) for its product, the server 10 will only send the commercial messages to subscribers evaluated as being within the top 30 percent. This permits advertisers to spend advertising funds more efficiently.
  • FIG. 5 is a block diagram illustrating a preferred configuration for a hierarchical wide area network embodying the present invention.
  • Global head end 50 is a distribution center for the entire network and performs substantially the same functions as distribution center 5 of FIG. 1.
  • Global head end 50 communicates with a plurality of regional head ends 52, also similar to distribution center 5, each of which, in turn, communicates with a distribution center 5. It should be appreciated, however, that there may be one or more additional levels of head end between regional head ends 52 and local distribution center 5.
  • the head ends 50, 52 etc. are similar to the regional distribution center 5, except that each maintains databases for its full region of responsibility. It will be appreciated that Global head end databases could be entirely derived at the Global head end, with corresponding portions of the databases being sent to the appropriate lower level of distribution center. Alternately, each level of distribution center could maintain its own databases, with information being transmitted upwardly to the higher levels, where an appropriate cumulative database would be assembled. The essential difference between a head end and a local distribution center is that only the local distribution center produces converter addresses to communicate directly with subscribers.
  • a head end transmits downwardly information containing smart commercials, but the smart commercials contain routing information indicating groups to receive the commercial. This is accomplished by defining a target group code representative of each type of product or service that may be covered by a commercial and, as routing information, transmitting the target group code or codes associated with the commercial, together with a percentile indication.
  • a commercial message for luxury automobiles might therefore include the target group code for luxury automobiles, together with a "30", indicating that the commercial is to be transmitted to the thirtieth percentile or top 30 percent of the customer group targeted for luxury automobiles. This is the same type of information embedded in commercials stored in Library 38 of FIG. 3.
  • advertising information may be inserted at any level.
  • programming may be transmitted downwardly from Global head end 50 with certain commercial message slots already fried, and regional head ends 52 may then also fill other commercial message slots.
  • certain programming reaches a local distribution center 5
  • many of the commercial message slots may already be fried. It is then up to the local distribution center to receive and strip the group distribution codes accompanying each commercial message inserted at a higher level and to substitute the appropriate routing information for the actual subscribers in its region which meet that description.
  • Any commercial slots in the programming which have not been fried at a higher level are, of course, available to be fried by any lower level distribution center.

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  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Databases & Information Systems (AREA)
  • Computer Graphics (AREA)
  • Computer Security & Cryptography (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Data Exchanges In Wide-Area Networks (AREA)
  • Information Transfer Between Computers (AREA)
US08/303,352 1994-09-08 1994-09-08 System and method for selectively distributing commercial messages over a communications network Expired - Lifetime US5515098A (en)

Priority Applications (8)

Application Number Priority Date Filing Date Title
US08/303,352 US5515098A (en) 1994-09-08 1994-09-08 System and method for selectively distributing commercial messages over a communications network
CA002199177A CA2199177A1 (en) 1994-09-08 1995-09-07 System and method for selectively distributing commercial messages over a communications network
MX9701823A MX9701823A (es) 1994-09-08 1995-09-07 Sistema y metodo para distribuir selectivamente mensajes comerciales sobre una red de comunicaciones.
AU35895/95A AU3589595A (en) 1994-09-08 1995-09-07 System and method for selectively distributing commercial messages over a communications network
EP95933116A EP0806114A4 (en) 1994-09-08 1995-09-07 DEVICE AND METHOD FOR SELECTIVELY DISTRIBUTING ADVERTISING MESSAGES OVER A TRANSMISSION NETWORK
JP8509717A JPH11514504A (ja) 1994-09-08 1995-09-07 通信ネットワークを通じてコマーシャル・メッセージを選択的に配布する装置および方法
PCT/US1995/011710 WO1996008109A1 (en) 1994-09-08 1995-09-07 System and method for selectively distributing commercial messages over a communications network
US08/602,921 US5661516A (en) 1994-09-08 1996-02-16 System and method for selectively distributing commercial messages over a communications network

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US08/303,352 US5515098A (en) 1994-09-08 1994-09-08 System and method for selectively distributing commercial messages over a communications network

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US08/602,921 Continuation US5661516A (en) 1994-09-08 1996-02-16 System and method for selectively distributing commercial messages over a communications network

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US08/303,352 Expired - Lifetime US5515098A (en) 1994-09-08 1994-09-08 System and method for selectively distributing commercial messages over a communications network
US08/602,921 Expired - Lifetime US5661516A (en) 1994-09-08 1996-02-16 System and method for selectively distributing commercial messages over a communications network

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US08/602,921 Expired - Lifetime US5661516A (en) 1994-09-08 1996-02-16 System and method for selectively distributing commercial messages over a communications network

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EP (1) EP0806114A4 (ja)
JP (1) JPH11514504A (ja)
AU (1) AU3589595A (ja)
CA (1) CA2199177A1 (ja)
MX (1) MX9701823A (ja)
WO (1) WO1996008109A1 (ja)

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CA2199177A1 (en) 1996-03-14
US5661516A (en) 1997-08-26
WO1996008109A1 (en) 1996-03-14
EP0806114A4 (en) 1998-04-15
EP0806114A1 (en) 1997-11-12
JPH11514504A (ja) 1999-12-07
MX9701823A (es) 1998-04-30
AU3589595A (en) 1996-03-27

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